Non-Probability

Sampling
Week: 2
Lecture: 3
Ms. Sehrish Ilyas
Non-Probability Sampling
• Non-probability sampling represents a group of sampling
techniques that help researchers to select units from
a population that they are interested in studying.
• Inferior alternative to probability sampling techniques.
1. Purposive (Judgemental) Sampling
• In the judgmental sampling method, researchers select the
samples based purely on the researcher’s knowledge and
credibility.

• In other words, researchers choose only those people who they

deem fit to participate in the research study. 

• This research technique involves a high amount of ambiguity.

2. Quota Sampling
• Quota sampling means to take a very tailored sample that's in
proportion to some characteristic or trait of a population. 

• With proportional quota sampling, the aim is to end up with a

sample where the strata (groups) being studied (e.g., males vs.
females students) are proportional to the population being
studied.
Example – Quota Sampling
• In an organization, for studying the career goals of 500
employees, technically, the sample selected should have
proportionate numbers of males and females. Which means
there should be 250 males and 250 females. Since this is
unlikely (impossible), the researcher selects the groups or
strata using quota sampling.
3. Convenience Sampling
• Convenience sampling is a non-probability sampling technique
where samples are selected from the population only because
they are conveniently available to the researcher.

• It is used when the population is too large to examine and

purpose is to consider the entire population.

• It is one of the most common non-probability sampling

method, because of its speed, cost-effectiveness, and ease of
availability of the sample.
Example- Convenience Sampling
• An example of convenience sampling would be using student
volunteers known to the researcher. Researchers can send the
survey to students belonging to a particular school, college, or
university, and act as a sample.
4. Snowball Sampling
• Snowball sampling helps researchers find a sample when they
are difficult to locate.
• Researchers use this technique when the sample size is small
and not easily available.
• This sampling system works like the referral program.
When to use Non-Probability Samples
• When aim is conducting qualitative research, pilot studies, or
exploratory research.

• When researchers have limited time to conduct research or

have budget constraints.

• When the researcher needs to observe whether a particular

issue needs in-depth analysis, he applies this method.
 Probability sampling Non-probability sampling
Samples are selected on the basis of the researcher’s
The samples are randomly selected.
subjective judgment.

Everyone in the population has an equal chance

Not everyone has an equal chance to participate.
of getting selected.

Researchers use this technique when they want to

Sampling bias is not a concern for the researcher.
keep a tab on sampling bias.

Useful in an environment having a diverse

Useful in an environment that shares similar traits.
population.

Used when the researcher wants to create This method does not help in representing the
accurate samples. population accurately.

Finding the correct audience is not simple. Finding an audience is very simple.
Quote of the Day